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More Market Development Highlights
January 15, 2008

Promoting Beans in France

SIRHA, the international hotel catering and food trade exhibition, is held every two years in Lyon, France. It acts as a meeting point for food service professionals, a place in which food manufacturers and distributors can exhibit their products, and chefs can demonstrate their culinary skills.

On January 22, 2007 Johanna Stobbs, the Northern Europe representative for the US Dry Bean Council, spent a day at SIRHA to meet with French dry bean importers and food manufacturers as a visitor, using the occasion to meet with food service companies and buyers already known to her, to strengthen relationships.

During each meeting Stobbs delivered copies of the latest version of the USDBC Suppliers Directory and the USDBC information folder, which contains 6 recipes, a press release, information on preparing U.S. dry beans, and the advantages of using dry beans in the professional kitchen. Several of the companies interviewed expressed optimism with regard to long-term sales of
U.S. dry beans in the French market.

SIAL Food Show
Held every two years during a 5-day period in October, the SIAL food show is located 14 miles to the north of Paris, in a specially constructed exhibition center (Parc des Expositions de Villepinte) comprised of seven giant halls.

The USDBC stand was decorated with colorful posters and a range of product samples, which were exhibited in open bags and arranged in such a way as to attract maximum attention. Visitors were given the USDBC Suppliers Directory and a specially prepared USDBC Fall 2006 Production Report.

195 trade leads were entered into the USDBC database, 42 of which were rated as very important and 54 as important, for a total of 49% rated as top priority leads (i.e. showing excellent commercial potential). This is one of the best scores that a trade show has ever shown. The countries from which there were the most trade leads were:
France (17), Turkey (10), Canada (8), Algeria (7), Netherlands (7), Spain (7), UAE (7), Morocco (6), and USA (6).

This year there was a marked increase in the quality of visitors to the US Dry Bean Council booth. This was due in large part to contractual problems related to the delivery of Chinese product, a short Turkish crop, weather problems in
Australia and other international global market issues which are having an impact on dry legume trading. During SIAL 2006, buyers turned increasingly to U.S. product to meet their obligations.

A full page advertorial in the food service magazine, Les Marches du Monde, describing why dry beans are ideal for food service recipes, and for healthy eating.  The article features U.S. pinto beans.


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Northarvest Bean Growers Association | 50072 East Lake Seven Road | Frazee, MN 56544
Ph: 218-334-6351 | Fax: 218-334-6360 | Email: